Throughout this series, we're talking to CMOs who have reached the top of their careers. Leaders who are at the head of major brands, create incredible, inspiring cases and leave legacies. Today, we'll be talking to Flávia Drummond, CMO of Vigor, a very high-ranking executive, but one whose human side is one of the most important skills in her day-to-day work. In this chat, we talked about the market, the post-pandemic and how the Brazilian industry has been behaving and its plans for recovery. We also talk about careers, tips and insights for all marketing and communications professionals. Enjoy!
Thiego Goularte: Flávia, what are you currently working on?
Flávia Drummond: At the moment, we have a few macro-projects in Marketing. One of them is a major Digital Maturity diagnosis and prioritization of activities, including CRM, as part of an important digital transformation process for the company. The other is a very cool project, which I can't fully disclose yet, but it's the launch of a complete line that we'll be taking to the market in March. It's a line linked to a trend that has been very well mapped out and which was greatly boosted last year with the pandemic.
Thiego Goularte: We're living through COVID-19. How has this affected you personally?
Flávia Drummond: I have to confess that, at first, it was a bit maddening to reconcile working from home with three full-time children, including one in the literacy phase. Now we're more adapted and also more organized with the new routine.
Thiego Goularte: You work for a consumer goods company that is well known in the country. What was 2020 like for you?
Flávia Drummond: It was a different year, of course. I'm very happy to recognize that the company prioritized people. This caution took place on all fronts: on the production line, in the field, in the office. Every precaution was taken to ensure people's safety. We had to adapt, we learned to work remotely and then hybridly, and throughout the whole period we were a team, helping each other.
Thiego Goularte: What effect has COVID-19 had on your marketing strategy?
Flávia Drummond: In March, when COVID-19 cases accelerated in Brazil, we were running a strong Vigor Grego campaign. We chose to pause the campaign at that time and invested our efforts in generating content to help people who would be at home, establishing partnerships with professionals and influencers from different areas, such as nutrition, physical education and yoga, and bringing the public tips on exercise, recipes, meditation, among others. We also acted quickly to help society and placed Vigor refrigerators in hospitals in the city of São Paulo, which were weekly stocked with products for consumption by the employees of these centers, who have always been on the front line of the pandemic. We also donated food to the most vulnerable population.
In August, we returned to our campaign calendar, with a lot of empathy and adapting our communication to the new moment for consumers.
Thiego Goularte: What worked for you during the crisis?
Flávia Drummond: We've strengthened our digital presence, not only in the media but also in retail, in clients' e-commerce. We also helped small retailers by promoting their delivery service.
In digital media, the brand also generated content that engaged consumers and created many actions in partnership with influencers. One of the biggest campaigns was #EsseMomentoÉMeu, by Vigor Grego, which invited consumers to have moments of their own during their busy routines. Then, as part of the campaign and the brand's new positioning, we carried out an important Pink October initiative, generating information about the importance of early diagnosis of breast cancer, through a partnership with an important foundation.
Thiego Goularte: Are you working with the remote team? If so, how has the exchange with the team been?
Flávia Drummond: For a few months, since March last year, we've been working remotely and then we started working in a hybrid model. Some people have been coming into the office twice a week and working remotely on the other days. The model is working well, better than we expected. We did all the 2021 planning remotely and it worked superbly.
Thiego Goularte: After COVID-19, do you think marketers will change their concepts about the market, consumers and the like?
Flávia Drummond: I think some concepts have become more evident and are unavoidable, such as the need to adapt quickly to consumer changes; attention to the ecosystem and presence wherever it is convenient for the consumer; their relative infidelity and, consequently, the need to make them bond with the brand; and digital transformation. In addition, we have noticed that trends related to healthiness and sustainability have accelerated.
Thiego Goularte: Consumers are constantly changing their habits and journeys, and 2020 has seen this increase with the boom in deliveries and supermarket shopping. How are you measuring this?
Flávia Drummond: We measure through a combination of data, ranging from reports from our delivery and e-commerce retail partners to measurement of market data, such as Cielo and Nielsen.
Thiego Goularte: You have a CMO position in one of the best-known companies in the country. What's the bravest thing you've ever done that you're proud of?
Flávia Drummond: It's hard to choose one thing. I'm proud of the whole journey, of having taken risks. I've tried different sectors, such as retail, service, finance and now industry. I've made a lot of mistakes, but I'm proud to have always done my best.
Thiego Goularte: What advice do you have for marketing professionals starting out in their careers?
Flávia Drummond: Be authentic. Don't be afraid to make mistakes and always be open to learning and, if possible, experiencing new things. And if you can, learn other languages early on, because once you're "old" it's much harder. 😉 The opportunities may not be the same for everyone (yet), but they are there - and many companies are open to good ideas and minds.
Thiego Goularte: How do you keep up with trends? Can you give us any tips on books or content you've been consuming?
Flávia Drummond: I follow "fishing" everything, connected to the reports, being part of the "Makers", exchanging experiences, all with a lot of humility to ask questions and ask for help whenever necessary. Oh, and studying and reading too, of course! One book I really like: "The 7 Habits of Highly Effective People". It reflects a lot of what I think about doing first, then receiving.
Thiego Goularte: What advice would you give to the younger Flávia?
Flávia Drummond: I've always told myself (even though I'm not that young): two ears and one mouth are not for nothing (laughs).
